Chipotle Breakfast Line By Shwan Rashid Jessica A
Chipotle Breakfast Line By: Shwan Rashid Jessica A. Rodriguez Sean Pezzini Juliana Acosta
Agenda q Introduction q The Product q Trends and Keys to Success q Product Position q Target Market q Marketing Mix q Marketing Communications q Marketing Objectives q Financial Plan
Introduction • Founded by Steve Ells in 1993 • Headquarter is based in Denver, Colorado • Chipotle is a chain of restaurants that runs in the United States, Canada, and Europe • ‘Food With Integrity’
The Product • Market Needs -Need for healthy and convenient breakfast that is offered at a fair price • The Product
TRENDS AND KEYS TO SUCCESS • Trends - Cultural shift towards eating healthy and organic - Cultural shift towards supporting local farms • Keys to success - Breakfast line is a niche in a large market -Superior customer service
Product position • Positioning Statement: For the busy and on-the-move people who want a healthy and convenient breakfast, Chipotle offers delicious breakfast burritos and breakfast bowls that will give people the right start to their mornings. • The Value Proposition - More for the same
TARGET MARKET • Geographics • Demographics -Age -Income -Life-cycle
Marketing Mix • Pricing -$6. 70 per breakfast burrito/bowl • Distribution - Contractual vertical marketing system
Marketing Communication • Advertising • Sales Promotions BREAKFAST BURRITO OR BREAKFAST BOWL • Public Relations
Financial Plan Break-even analysis $30, 000 $25, 000 $20, 000 TFC $15, 000 TVC TC Sales $10, 000 Profit $5, 000 $0 0 ($5, 000) 400 800 1, 200 1, 600 2, 000 2, 400 2, 800 3, 200 3, 600 4, 000
WHAT WE LEARNED
Questions?
THANK YOU!
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